By Nelson Tan on Dec 29, 2014 11:33:00 AM
Content is the main driver of Inbound Marketing*. It is the key message that Internet marketers deliver for 2 purposes:
1) To generate leads by driving website visitors into a marketing funnel.
2) To generate entry-level, medium-ticket and high-ticket customers depending on an information product's quality and pricing.
For sure, creating content for a product takes several times more effort than writing a quick blog post, and it remains a challenge for many marketers and organizations, but whether you believe me or not, you do have an info-product inside you!
If you have been researching or involved in online business for very long, you have no doubt seen a multitude of offers for e-books, whitepapers, reports and training courses on every subject imaginable.
Why? Because information is the hottest product on the market!
At the most basic level, it's actually the ONLY product. Information cuts straight to the root of all selling, which is answering the customer's question: "What will this product do for me?"
There's another reason, though. Pure information is a product that doesn't require a huge financial overhead to produce—other than the hard knocks you got in gaining the experience and information—and is easy and relatively low-cost to deliver to the customer. That is what makes it such a great product for us, as marketer, business owners and entrepreneurs, to offer.
Everyone has unique work/life experience, training, and skills that others don't have. You probably already have a Unique Selling Proposition (USP) that you have not fully realized! Everyone knows something that others want to know, or can do something that others want to learn.
That's how I know you have an info-product inside you. Everyone does. Your first assignment is to decide which of your many gifts you are going to offer to the world!
Does that mean you have to be able to write a book? No, not necessarily, although content does mostly come in various print forms like PDFs, slides presentation, infographics, checklists etc. You can also film videos, record your know-how as an audio speech, create a software, design templates or run webinars. You can creatively produce and package your content in any way your imagination tells you!
Before you decide on the content to create and how to position your info-product, you need to find your USP first. If you were to research the online marketers who are honestly making the money they claim to be earning online, you would discover that they all have a USP. Your USP IS your product, however you package and deliver it.
If you have not figured out your USP yet, read "What Is Your Unique Selling Proposition?"
* Inbound Marketing is a form of digital marketing in Singapore and Asia that involves SEO, social media marketing, blogging and creating landing pages to generate sales leads.